Abstract
The main trends and business models for the future of the navigation market
As the automotive and navigation industry continues a
“try-anything” approach to its systems and services, it has become
increasingly difficult to differentiate between short-term fashion trends and
long-term sustainable strategies.
In its latest navigation research, SBD analyses these approaches and
indentifies which are most likely to succeed in improving the navigation
experience for the driver. This provides the industry with crucial knowledge
to prioritise future designs, ensure consumer satisfaction and gain
competitive information.
The Navigation research stream includes the following four deliverables:
- Market trends report - navigation for the “app”
generation
- Technical trends report - an end-to-end analysis of connected
navigation services
- Sales forecasts - 5 year sales forecast for OE navigation system
sales by manufacturer, supplier and geographic criteria
- Feature database - detailed benchmarking tool on the business
models and connected services for OE, PND and Smartphone navigation systems
SBD' s Navigation research stream provides an end-to-end analysis of the
evolving navigation market across Europe addressing the rapidly growing
interest in connected services within the PND and Smartphone market and its
potential impact on the future for in-car navigation systems.
The future for the navigation market...
Market trends report - Navigation for the “app” generation (Ref: 2411)
The navigation industry has undergone dramatic changes particularly with the
adoption of Smartphone navigation from mainstream consumers, or what SBD deems
as the “app” generation. This report analyses the costs and
popularity of the Smartphone navigation market and how that will impact on
established portable and embedded systems.
The navigation landscape
An overview of the OE embedded and PND markets before introducing the key
changes in the Smartphone navigation industry.
Dawn of the navigation app
era
The story of how software suppliers and PND manufacturers have introduced
navigation applications for Smartphones.
Meeting the demands of the app generation in the car
Understanding how changes in user attitudes will affect future navigation
devices in the car.
With the integration of GPS modules into mobile phones and the introduction of
application (app) stores, consumer attitude towards navigation is changing.
The number of navigation apps is growing quickly and consumers now have the
freedom to purchase and download the app (software) of their choice to their
existing Smartphones.
Technical trends report - An end-to-end analysis of connected navigation services(Ref: 2412)
The automotive industry is actively developing a range of connected services
for embedded navigation systems in an effort to remain competitive with PNDs
and Smartphone navigation systems. However, vehicle manufacturers face a range
of inter-related decisions on the design of their in-car system, the
architecture of the off-board servers and their business model. This report
examines the potential solutions, identifies the benefits and limitations of
each approach and provides SBD' s view of the future.
Defining connected navigation
Categorising and identifying the various elements of the service chain.
In-car architectures
Explaining the main Service Access Methods and communication links with
benefits and limitations of each.
Content generation and business models
An overview of the server architecture and potential business models that
vehicle manufacturers and service providers can adopt.
Navigation-related applications based on a data-connection are the most
practical solution that can be applied to both OE embedded and PND markets.
This report focuses on the two use-cases that are expected to become the most
widely implemented: POI search and destination send-to-device from a PC.
...know what tomorrow brings
Sales Forecasts (Ref: 2413)
The sales forecasts help determine growth over the next five years for the
navigation market with additional information on embedded navigation systems
such as the variations between low-cost and high-end functionality.
These forecasts answer the following key questions:
- What market growth can be expected for each of the navigation device types?
- Has market growth for PND systems peaked and when will it be overtaken by
Smartphone navigation?
- When will OE embedded systems experience the same level of sales as it did
2008?
Feature Database (Ref: 2414)
This database is an easy-to-use benchmarking tool covering the features and
services being offered by OE, PND and Smartphone navigation systems. In
addition to connected services, the database also includes enhanced map
features on PNDs and the different business models used for Smartphone
navigation.
This database contains the follow features:
- Feature fitment and connected service availability for OE navigation
systems.
- Enhanced map and connected service features as well as content and
software upgrades for portable navigation devices.
- Business models and unique services for Smartphone navigation-enabled
devices.
- Photographs and screenshots to give a better understanding of systems and
features.
- System functionality for 25 leading connected PNDs and Smartphone
providers.
